The critical negotiation skill required to unlock the most value from complex business negotiation situations is to identify and understand the interests of all the players affected by or taking part in the negotiation. In some cases, it is easy to understand both the positions & interests of parties in the negotiation. In most cases, however, it is not only hard to identify the interests of stakeholders; it is also difficult to identify all the stakeholders.
How to negotiate in complex, multi-party negotiations?
1. Identify all the participants in the complex negotiation
This may be stating the obvious but in reality, it is often hard to spot and track all the stakeholders in a negotiation. In a commercial environment, we should at least try to identify the following stakeholders:
a. Financial stakeholders
These are the people or groups that will finance, support or lend authorisation to reach an agreement based on the financial terms proposed. It is key to uncover all potential parties that may have an interest in the financial dimensions of the negotiation.
b. User/consumer stakeholders
These are the people or groups that will implement and support the outcome of the agreement that is reached. These are the stakeholders that will live and work with the result of the negotiations on a day to day basis.
c. Technical & legal stakeholders
These are the parties or groups that will sign off and agree to the technical and contractual dimensions of the negotiations.
d. Guides/Gurus & other Influencers
These are the parties or groups that hold important influence over the central decision makers involved in the negotiation.
2. Identify the interests of each stakeholder in the negotiation
There are basically two methods to identify an individual or group's interest in a negotiation. The first way is to put yourself in that person or group's shoes and to try and see things from his/her/their point of view. What supporting information would you require? What precedents would come into play? What assumptions can you make, and validate? The second way is to ask the individual or group a series of questions to assist you (and them) to accurately identify their key interests. The most useful question to ask is "Why?" "Why is this negotiation important to you? Why are you assuming this position? Why is this option being explored?"
3. Create a frame that is appropriate for each stakeholder
Having identified the interests of each participant, you should now create the appropriate frame. Different people take decisions for different reasons. It is not useful to highlight the same points to support decision making to all participants. You should focus on communicating the most appropriate frame to each stakeholder or potential participant.
4. Create an effective management structure for the negotiation
If our counter parties think of us as rational, the odds are greatly increased that they will also react to us in a rational fashion. We can only present a unified and rational 'front' if we have thought about the roles & responsibilities within our negotiation team. Allocate the focus in the team between those that will manage the Relationship aspects, and those that will manage or be involved in the Task dimensions.
Negotiation skills training teaches us to create an agenda that addresses the interests of all potential participants. A successful way to simplify complex commercial negotiations is to add structure. We need to focus on the process aspects to ensure that we move forward at every level of the negotiation. You will find that complexity can be managed with the use of an appropriate supporting structure.
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